Commercial Conference & Events Sales Manager

Job Description

Main Duties and Responsibilities

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Commercial Leadership

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• Lead, motivate and develop the Conference, Hospitality & Events Sales Team, creating a high-performing, revenue driven, customer-focused culture.

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• Deliver agreed revenue, occupancy, profitability and sales conversion targets across the commercial portfolio.

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• Support the development and delivery of the commercial sales budget alongside the Head of Hospitality & Hotels and Marketing & Business Development Manager.

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• Identify opportunities to grow new and existing markets, increase repeat business and maximise venue utilisation.

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• Develop pricing, yield management and sales initiatives to optimise commercial performance.

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• Monitor competitor activity, market trends and customer insights to inform business decisions and identify opportunities.

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Sales and Customer Experience

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• Ensure all enquiries are managed efficiently and professionally, delivering excellent customer service throughout the customer journey.

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• Drive enquiry conversion through effective sales techniques, relationship management and proactive account development.

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• Build and maintain strong relationships with corporate clients, academic departments, public sector organisations and external partners.

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• Oversee the negotiation of contracts, pricing and commercial terms within delegated authority.

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• Resolve complex customer issues and complaints promptly, ensuring positive outcomes and continuous service improvement.

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Operational Management

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• Oversee the day-to-day operation of the Conference, Hospitality & Events Sales Team, ensuring efficient processes and consistent service standards.

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• Ensure smooth transition of confirmed events to operational delivery teams through effective communication and planning.

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• Review and continuously improve sales processes, systems and standard operating procedures.

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• Ensure accurate management of CRM, booking and event management systems, maintaining high standards of data quality and compliance.

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• Work collaboratively with operational teams to maximise service quality and customer satisfaction across all venues.

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Performance and Financial Management

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• Monitor and report on sales performance through regular analysis of enquiries, conversion rates, occupancy, revenue, profitability and key performance indicators.

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• Produce weekly, monthly and annual management reports, forecasts and business on the books updates.

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• Contribute to budget preparation, forecasting and business planning.

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• Regularly review conference, events and hospitality tariffs to ensure a competitively positioned price point which is generating the required level of profitability.

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• Determine the most appropriate contractual terms and conditions, and ensure they are applied to all client bookings in a robust contract between the organisation and the client, to protect commercial income.

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• Maximise yield across the venue portfolio through effective pricing and inventory management.

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Leadership and People Management

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• Provide effective leadership, coaching and development for the Conference, Hospitality & Events Sales Team giving clear guidelines on their role, responsibilities and expected outcomes.

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• Set objectives, monitor performance and undertake regular one-to-one meetings and performance reviews.

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• Identify training and development needs, supporting continuous professional development.

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• Foster an inclusive, collaborative and high-performing working environment.

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• Manage recruitment, absence, wellbeing and employee relations matters in accordance with Unicus policies.

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Stakeholder Management

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• Develop and maintain meaningful relationships with colleagues across Commercial, Accommodation, Finance, Marketing, Academic Departments, the Students' Union,AV Services, Room Bookings and external partners.

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• Represent the business at client meetings, networking events, trade fairs, conference exhibitions and industry forums.

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• Foster a collaborative working relationship with Marketing Sheffield, investing time and energy into developing academic relationships to support the Conference Ambassador Programme.

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Systems, Compliance and Continuous Improvement

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• Champion continuous improvement across sales processes, customer experience and operational efficiency.

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• Support the implementation and optimisation of CRM, booking and business systems.

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• Ensure compliance with Unicus and University policies, GDPR, financial regulations and contractual requirements.

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• Maintain accurate records and reporting to support business intelligence and strategic planning.

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• Contribute to sustainability initiatives and responsible commercial practices.

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• Continuously review the systems being used to support the sales function, and identify when further investment or development may be required.

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Planning and Organisation

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• Manage a varied portfolio of conferences, events and commercial bookings across multiple venues with competing priorities.

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• Coordinate complex and high-profile events, ensuring appropriate planning, communication and risk management.

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• Balance operational demands with strategic business development activity.

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• Plan around venue availability, maintenance programmes, academic timetables and operational constraints.

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• Ensure key milestones, contractual deadlines and financial processes are effectively managed.

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Financial Responsibility

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• Deliver agreed revenue and profitability targets.

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• Monitor budgets, forecasts and commercial performance.

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• Maximise occupancy, yield and revenue opportunities.

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• Authorise pricing and discounts within delegated authority.

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• Ensure contracts, deposits and payment processes are in place to protect Unicus income.

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• Monitor debt, invoicing and financial performance in partnership with Finance colleagues.

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People Management

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• Directly manage the Conference, Hospitality & Events Sales Team.

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• Lead recruitment, induction, training and succession planning.

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• Provide a resolution for staffing issues, absence etc

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• Create a culture of accountability, collaboration and continuous improvement. Take appropriate action with the support of HR should any individuals be performing below expectation.

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• Coach team members to develop commercial awareness and customer service excellence.

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• Ensure resources are effectively deployed to meet business demand.

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Decision Making

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The postholder exercises professional judgement in relation to:

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• Commercial pricing and discounting within delegated authority.

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• Allocation of sales resources and workload.

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• Resolution of complex customer issues.

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• Prioritisation of high-value and strategic business opportunities.

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• Continuous improvement of systems, processes and customer experience.

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• Recommendations for future commercial investment and business development.

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Other Duties

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• Undertake any other duties commensurate with the grade of the post.

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• Act as an ambassador for the University's commercial services, promoting its values and reputation.

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• Support the delivery of wider strategic commercial objectives across the University.

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Person specification

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Applicants should demonstrate evidence of the following criteria in their applications. We will use a range of selection methods to measure candidates’ abilities in these areas including reviewing your online application, seeking references, inviting short-listed candidates to interview and other forms of assessment action relevant to the post. 

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Criteria

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Essential

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Qualifications and experience

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3-5 years proven experience in sales environment, particularly within the conference/hospitality field

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Sales and negotiation skills to ensure maximum financial yield and to convert business

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Strong analytical and presentation skills

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Excellent interpersonal skills to deal with both internal and external customers

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Experience of planning/organising and delivering conferences and events up to 1000 delegate

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Experience of managing and controlling budgets/resources and an understanding of financial management procedures

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Relevant IT and technology skills

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Experience of using an event booking system

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Proven track record of delivering customer excellence/customer champion

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Sound track record of recognising and implementing successful business development opportunities

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Previously managed a team

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Awareness of developments within the events industry and how these change customer expectations

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Management skills

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Experience of working with and influencing senior management

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Ability to provide clear direction and inspirational leadership

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Ability to plan and set objectives to deliver results through others

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Proven management skills to motivate staff to achieve their full potential

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Communication skills

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Excellent communication, interpersonal and negotiation skills with proven ability to influence and persuade at all levels

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Team working

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Ability to work as part of and lead a team providing conference and event related facilities and services

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Project management

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Experience of change management

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Personal effectiveness

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Ability to work well under pressure to tight deadlines in order to meet agreed targets

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Commitment to continuous professional development

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Commitment to diversity and promoting equal opportunities

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Terms and conditions of employment: Please see separate employee conditions document. 

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Salary for this grade: Competitive salary based on experience starting at £42,000

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Closing date: 31st August 2026

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